How to make data work for you

Data - How to guide

How to Make Data Work from a Sales Perspective?

If you are currently researching your own leads, you may be spending considerable time generating prospects to promote your products and services and not doing what you do best.Presenting your business to pre-qualified prospects that are up-to-date, and from a dedicated specialist will not only save you time and money, it will also streamline your role, enabling you to concentrate on developing your sales pipeline.A recent survey showed that SME’s spend on average 35% of their allocated sales time, actually generating sales, and the rest of the time is spent on researching prospects, administration and updating records.  Better information makes you more effective.

If you want to increase your revenue without drastically increasing your costs, data is an ideal solution to provide you with a targeted list of individuals within businesses, taking away the time spent looking for these, after all time is money.

Ultimately, finding a business to call is not enough, people buy from people and you will need to target people within businesses to build a relationship.  This is your real goal, and if you can increase your sales time to 50%, you will see a direct result in your turnover.

In addition, B2B data decays at approximately 3% per month, so in a short time frame the data will age and you will spend time updating this information, rather than selling.

B2B data starts with core data that usually includes a business name, address details, a relevant contact name and position within the company and the most common requests are for data that includes no. of employees, financial turnover and regional segmentation. Many other details can be filtered and added to build a bespoke data list for the client.  This enables you to have a pre-prepared prospect base without the time spent on research and updating files.

Poor data can damage your company by:

  • Not being able to reach the relevant person
  • Not knowing who your potential customers are
  • Making inappropriate calls to the wrong companies
  • Damaging your brand reputation

Good data can improve your organisation with:

    • Effective time management
    • Enriched information of high quality enabling you to target better
    • Efforts will be easier, reliable and cost-effective
    • A successful sales uplift
    • The key to targeting the right individuals first time
    • A fundamental piece of the jigsaw

If there is no concentrated effort or master plan, success is difficult to achieve.

An example would be a mailing for 10,000 records to a client base that has been built up over a 2-year period.  The database has not been cleansed recently and individuals could have left the company, meaning that around 40% of your marketing budget will be heading straight for the bin.

With up-to-date high quality data, it is extremely common for more than 98% of your data to be received by the relevant individual.

In summary – to make data work from a sales perspective use high quality data, keep your files up-to-date, ensure the contact details are correct; and this will ensure your marketing campaigns are highly targeted, cost effective and in turn will deliver a successful sales uplift!

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